虚拟社群会员制对顾客契合的影响分析
Analysis of the Influence of Virtual Community Membership on Customer Engagement
赵洁 1韩倩1
作者信息
摘要
立足于私域流量的迅猛发展,虚拟社群成为企业和消费者直接沟通的重要桥梁.虚拟社群会员制可以进一步地帮助企业稳定客源,维系用户情感,快速实现社群商业价值.基于UTAUT模型,通过文本分析把虚拟社群会员制划分为会员权益,荣誉感知,努力期望和社会影响四个特征维度探究其对顾客契合的影响机理.结果表明:(1)会员权益,荣誉感知,努力期望和社会影响均对顾客契合产生正向影响;(2)内部人身份认知在虚拟社群会员制与顾客契合中发挥中介作用;(3)转换成本负向调节内部人身份认知对顾客契合的正向影响.
Abstract
Owing to the rapid development of private traffic,virtual communities have become an important bridge for direct communication between enterprises and consumers.Virtual community membership can further help enterprises stabilize customers,maintain emotional ties with users,and quickly realize the business value of the community.Based on the UTAUT model,this paper elaborates on the four characteristics of virtual community membership,namely membership benefits,perception of honor,effort expectancy,and social influence,so as to explore its influence mechanism on customer engagement.The results show that:(1)membership benefits,perception of honor,effort expectancy,and social influence all have positive effects on customer engagement;(2)perceived insider status plays an intermediary role between virtual community membership and customer engagement;(3)conversion cost negatively moderates the positive impact of perceived insider status on customer engagement.
关键词
虚拟社群会员制/内部人身份认知/顾客契合Key words
virtual community membership/perceived insider status/customer engagement引用本文复制引用
基金项目
安徽省哲学社会科学基金(AHSKY2021D15)
出版年
2023
NETL
NSTL
万方数据